Tropicana has come up with a bold new campaign “It’s THAT Juice” to focus on its classic chilled and new ambient range. It fills the gap in branded offerings in the not-from-concentrate ambient juice category.
Created by LOLA Mullen Lowe, a European creative agency, the campaign brings to life the concept that – like Tropicana – what makes you shine brighter is what is on the inside. The campaign will highlight the brand’s classic chilled range and its new ambient range, and run throughout 2023.
Mike Van Ettinger, chief marketing officer, Europe at Tropicana Brands Group, said the launch of the new campaign marks an exciting moment for the beautiful brand. “It expresses our confidence as market leaders and showcases what makes Tropicana special. It’s about more than our heritage, or our sun-ripened oranges that are handpicked at their peak and squeezed within 24 hours. It’s because Tropicana isn’t any juice, it’s THAT juice.”
Tropicana has launched the new campaign, which breaks away from generic category messaging and visual codes, and commands a distinctly bold, differentiated approach to advertising and communications, across the UK.
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